Segmenting Young Wine Consumers: an Attribute-Based Approach with Factor, Cluster, and Decision Tree Analysis

<p>This study examines the factors influencing wine purchasing behaviour among young Albanian consumers, focusing on Millennials and Generation Z. Using an attribute-based segmentation approach, data from 316 respondents were analysed through Principal Component Analysis (PCA), hierarchical and K-means clustering, and a CHAID (Chi-squared Automatic Interaction Detector) decision-tree model. The results identified seven distinct consumer segments differing in their preferences for sweetness, taste, safety, and origin—attributes that together define both hedonic and trust-based decision patterns. Millennials emerged as more authenticity- and quality-oriented, while Generation Z displayed pragmatic, exploratory, and trend-sensitive behaviours. The CHAID model confirmed the segmentation's robustness and highlighted sweetness as the primary discriminating factor. The study contributes methodologically by demonstrating the value of attribute-based segmentation alongside traditional choice experiments. Practical implications emphasise transparent communication, balanced sensory profiles, and targeted marketing strategies to engage younger generations in emerging wine markets.</p>